Thursday, October 05, 2006

A Mall Grows in San Francisco - WSJ.com

A Mall Grows in San Francisco - WSJ.com

位於舊金山Market Street與5th Street這一區的Westfield San Francisco Centre mall開幕了。這篇WSJ的文章作者提出一些觀點討論像Westfield San Francisco Center這樣位於大都市中的mall是否有生存空間。

文中作者提出的幾個看法:

都市中的購物中心最大的挑戰是,如何吸引客戶前往樓上的購物空間。越往樓上的店面,客戶越懶得去。都市購物中心直接挑戰美國消費者將車停在靠近商店的停車場,入內購物的習慣。
許多數據顯示,過去6年來美國零售業業績不斷攀升(24%),但是百貨公司類型的銷售額卻下降(14%)。
文化因素也是都市購物中心成敗的要素之一。譬如舊金山人喜歡都會、歐洲式的的購物型態,偏好在街頭的店面購物。
週遭購物商圈的競爭非常激烈,不到兩個街區就是舊金山購物消費的黃金區域 - Union Square。Union Squre旁名店林立,包括Neiman Narcus, Saks Fifth Avenue, Macy's, San Francisco Shopping Center等等,Westfield San Francisco Centre如何改變舊金山人的消費習慣,吸引人潮到Market Street上來,並與Union Square一級戰區內的商家競爭將是成功與否的因素之一。
過去幾十年,舊金山人不斷向南灣的郊區城市搬遷,在市區的消費也逐漸減少,許多人都習慣在住家附近的shopping mall購物。Westfield San Francisco Centre在吸引觀光客、舊金山市民外,是否也可以吸引到這些人到舊金山市來消費也值得觀察。
在第一週瘋湧而至的人潮之後,是否能在新鮮感過後,繼續吸引消費者上門消費,將是Westfield San Francisco Centre能否成功的關鍵。

延伸瀏覽:
Westfield San Francisco Centre開幕影片
Westfield San Francisco Centre網站

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